Randy: when I used the word «project» I did not have in mind any of the types of projects that you listed above. (nakedpastor.com)
So your marketing tactics have to be focused on either reinforcing that brand equity (if you like the associations your product has in the minds of the consumers), subtly trying to change that brand equity (if you don't like your brand equity), or fitting your brand within a complex group of associations your competitors may have. (sciencemag.org)
The Kindle doesn't fit in with the image the Press have in their mind of a sexy, hit product that is open and benevolent and does 20 different things. (dealsagar.com)